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7Questionstoask
beforeyoujumpinto
Social
Media
Marketing
So who is this guy?
@paulgordonbrown
@paulgordonbrown
www.paulgordonbrown.com
paulgordonbrown@gmail.com
#ResLifeSocial
This session is Twitter-friendly.
@paulgordonbrown
89%
of adults 18-29 years old use social media
67%
access it on mobile
98%
of adults ages 18-29 are on the internet
(Brenner, 2013; Brenner & Smith, 2013; Pew Internet Project, n.d.)
younger generations
are using the internet,
social media, and mobile
technologies at a high rate
@paulgordonbrown
You might fall
@paulgordonbrown
fall FORWARDBUT
@paulgordonbrown
social media is a
TOOL
@paulgordonbrown
social media
is also a
CONTEXT
@paulgordonbrown
broadcasting
engagement
teach
doing
Help
students by
Take the leap
with them.
Story
Time
@paulgordonbrown
@paulgordonbrown
My tweet:
Their responses:
Notice the difference.
@paulgordonbrown
“Can passenger
Paul Brown please press
the flight attendant call
button?”
@paulgordonbrown
Later,
I payed it
forward.
PB+
an unconventional relationship
@paulgordonbrown
@paulgordonbrown
@paulgordonbrown
@paulgordonbrown
Q
1.Whatareyourgoals?
2.Whois/areyouraudience(s)?
3.Whatplatformswillyoubeon?
4.Whatisyoursocialmediaidentityandtone?
5.Howwillyouorganizeyourselfandengage
partners?
6.Whattypeofcontentwillyougenerateand
whowillgenerateit?
7.Howwillyoumakeitfunandrelevant?
Q
Whatareyour
goals?
ONE
Goal@paulgordonbrownModified from Gross, 2014
Be helpful?

Be a champion?

Provide information?
@paulgordonbrownModified from Gross, 2014
Outcomes
1. Develop relationships with your students
2. Develop community
3. Model appropriate online behavior
4. Customer service
5. Marketing and information sharing
6. Reading student culture/discourse
@paulgordonbrown
example
University of Houston
@paulgordonbrown
Outcomes1. Develop pride in the institution
2. Develop community and common
purpose
These outcomes aren’t just reinforced for
the students and staff who directly
contribute to the effort.
Spas virtual and physical contexts.
@paulgordonbrown
Q
Whatareyour
goals?
ONE
Q
Whois/are
your
audience(s)?
TWO
Who’s your audience?
All students?
A sub-population?
Parents?
Alumni?
Stakeholders?
example
#BennyOnTheMove
@paulgordonbrown
Outcomes
1. Develop pride in the institution
2. Engage alumni and create cross-
generational connections
3. Enhance sense of globalism, promote
study abroad
@paulgordonbrown
Q
Whois/are
your
audience(s)?
TWO
Q
What
platformswill
youbeon?
THREE
What are your
platforms?
@paulgordonbrown
What are your
platforms?
@paulgordonbrown
0
25
50
75
100
Facebook Instragram Twitter Pintrest LinkedIn
23
3437
53
87
Social Media Platform Adoption (2014)
18-29 year olds
Source: Pew Research Center Social Media Update 2104 @paulgordonbrown
Sex

Race

Age

Educational Level

Income

Employment Status

Urban/Rural
Which demographic breakdown
reveals the biggest disparity in
social media adoption?
@paulgordonbrown
0
25
50
75
100
Facebook Instragram Twitter Pintrest LinkedIn
Social Media Platform Adoption (2014)
Source: Pew Research Center Social Media Update 2104 @paulgordonbrown
Age
@paulgordonbrown
0
25
50
75
100
Facebook Instragram Twitter Pintrest LinkedIn
Social Media Platform Adoption (2014)
Age comparison
18-29 yo
65+ yo
Source: Pew Research Center Social Media Update 2104 @paulgordonbrown
0
25
50
75
100
Facebook Instragram Twitter Pintrest LinkedIn
Social Media Platform Adoption (2014)
Household income comparison
Less than 30k/yr
More than 75k/yr
30k-
30k-
75k+
75k+
75k+
Source: Pew Research Center Social Media Update 2104 @paulgordonbrown
0
25
50
75
100
Facebook Instragram Twitter Pintrest LinkedIn
Social Media Platform Adoption (2014)
Race comparison
White Hispanic
Black
Black
Black
Black
White
White
Source: Pew Research Center Social Media Update 2104 @paulgordonbrown
0
25
50
75
100
Facebook Instragram Twitter Pintrest LinkedIn
Social Media Platform Adoption (2014)
Sex comparison
Men Women
Women
Women
Men
Women
Men
Source: Pew Research Center Social Media Update 2104 @paulgordonbrown
example
Boston College
@paulgordonbrown
Outcomes1. Point out hurtful comments and
problematic behavior.
2. Describe the negative effects of hurtful
comments on target groups.
3. Modify their own behavior.
4. Create a more welcoming campus
climate.
5. Encourage student action.
@paulgordonbrown
@paulgordonbrown
@paulgordonbrown
@paulgordonbrown
@paulgordonbrown
Q
What
platformswill
youbeon?
THREE
Q
Whatisyour
socialmedia
identityand
tone?
FOUR
Identity
?
@paulgordonbrownModified from Gross, 2014
?
The royal “we?”

Do we know who you are?

Or is it a persona?
@paulgordonbrownModified from Gross, 2014
Formality
@paulgordonbrownModified from Gross, 2014
LOL 😃 👍

Thank you for your inquiry.

¯_(ツ)_/¯
@paulgordonbrownModified from Gross, 2014
Tone
@paulgordonbrownModified from Gross, 2014
Playful?

Sarcastic?

Authoritative?
@paulgordonbrownModified from Gross, 2014
example
@paulgordonbrown
@paulgordonbrown
@paulgordonbrown
@paulgordonbrown
@paulgordonbrown
Q
Whatisyour
socialmedia
identityand
tone?
FOUR
Q
Howwillyou
organize
yourselfand
engage
partners?
FIVE
Centralized,
Decentralized,
or Hybrid
Model
Administrative Support?
Campus Partners?
Everyone
on campus
can get
involved…
Career
Services
Departments/
Schools of
Communication
University
Marketing
Information
Technology
Alumni
Unique
Partnerships
example
Q
Howwillyou
organize
yourselfand
engage
partners?
FIVE
Q
Whattypeof
contentwill
yougenerate
andwhowill
generateit?
SIX
CONTENT IS KING
@paulgordonbrown
Who’s
content?
developing your
@paulgordonbrown
Matrix
Topic Examples %
ModifiedfromGross,2014
Topic Examples %
Leadership
Articles
Found on the Web; Added to our blog
from student class assignments
40%
Highlights
Profiles of staff, student leaders, and
highlights of student organizations
30%
Pride Photos Photos of our mascot, photos from events 10%
Deadlines
Informational: org fair sign-ups, last day of
classes, last day to drop classes
20%
@paulgordonbrownModified from Gross, 2014
example
Communication
Infrastructure
Ed Cabellon, Ph.D.
@EdCabellon
www.EdCabellon.com
http://bit.ly/bsusmguide15
Ed Cabellon, Ph.D.
@EdCabellon
www.EdCabellon.com
http://bit.ly/bsurccsmjd
Ed Cabellon, Ph.D.
@EdCabellon
www.EdCabellon.com
integrated marketing
team managers
Kath Bukis
Print Shop Manager
Chloe Corsi
Manager
Catherine O’Malley
BSUlife.com Editor in Chief
Jessica Laudati
Design Team Manager
Emily Cohn
Video Team Manager
Laura Lawton
Social Media Manager
5 5 7
5 6 2
http://bit.ly/bsusmmarketingworksheet
Ed Cabellon, Ph.D.
@EdCabellon
www.EdCabellon.com
Q
Whattypeof
contentwill
yougenerate
andwhowill
generateit?
SIX
Q
Howwillyou
makeitfun
andrelevant?
SEVEN
CONTENT IS KINGCONTACT
@paulgordonbrown
followers…
@paulgordonbrown
contests?
orientation?
campaigns?
sociallistening
@paulgordonbrown@paulgordonbrown
whatare
students
saying?
jumponsocialtrends…
Involve
students
example
Q
Howwillyou
makeitfun
andrelevant?
SEVEN
Q
1.Whatareyourgoals?
2.Whois/areyouraudience(s)?
3.Whatplatformswillyoubeon?
4.Whatisyoursocialmediaidentityandtone?
5.Howwillyouorganizeyourselfandengage
partners?
6.Whattypeofcontentwillyougenerateand
whowillgenerateit?
7.Howwillyoumakeitfunandrelevant?

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